For Borg the transition from an experience for the select few to a basic commodity has entailed a need for
business operators to shift their mind-set. “More and
more people are travelling with increased frequency and
for a greater number of reasons. This means that our
key objective is to deliver the best possible passenger experience which is enjoyable, convenient and safe.”
In the past years we have seen different stakeholders make
attempts to consolidate tourism and collaboration in our
region. For example, in 2013 MHRA spearheaded the
Mediterranean Tourism Forum and brought together
parties in the tourism industry from the region – what
have been the fruits of the forum?
Bugeja replied, “The Mediterranean Tourism Forum has
given birth to a vision in which the different parties work
together to achieve a common goal. I believe that this will
prove to be, over a time, a channel in which real and long
term results will be borne.” The positive outlook to the initiative was also shared by Silling who went on to suggest that
the forum has started a debate to facilitate the exchange of
best practices and innovative ideas for operators in the region. “Results can be achieved if the operators work with
each other towards reaching a common goal.”
This year’s Mediterranean Tourism Forum is entitled
Empowering Tomorrow and is looking at attracting over
a 1000 delegates from 16 different countries. What initiatives should be pushed in this channel to bring tourism forward in the region?
To this question, Bugeja, Borg and Silling all placed value on the need for developing a brand for the Mediterranean region. Bugeja suggested that “a common platform should exist for the sharing of ideas and solutions
across the region. In past events, operators from different countries realised that problems are often common
...operators from different
countries realised that problems
are often common and that
possible solutions formulated in
one location might be valid for
another
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2015
“The Mediterranean region is the cradle of civilisation and its
diverse history is a result of the greatest civilisations of the world
and that possible solutions formulated in one location
might be valid for another. Additionally, branding for
the region is key in that we need to be able to communicate what makes our region different to other options
available to the person looking into making travel arrangements.”
Silling elaborated on this: “The Mediterranean region
is the cradle of civilisation and its diverse history is a
result of the greatest civilisations of the world including
the Greeks, Romans, Arabs, Phoenicians and the Egyptians. This diversity is the region’s most prized asset;
having said this there are elements in common including the temperate climate, good food and approachability of the people. These qualities constitute a unique
offering and leverage should be made on this.”
“I also believe”, Silling went on, “that customer service
should be brought to the forefront of discussions on
tourism offerings. Air Malta has been a firm believer that
attempts should be made to understand the customers.
In fact we have invested into setting up real-time customer feedback and channels for customers to communicate
directly with us. Through good customer insight players
in the region can work jointly towards devising a viable
strategy to tackle the region’s opportunities and threats.”
Mr Borg also believes that there are untapped opportunities waiting to be explored, with potential awaiting
those who are capable of shifting further west and east.
“The reality is that every euro we invest in our island
contributes to the sustainable growth of our industry,
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